--- title: "Webinar: Catchment Area Analysis & Human Mobility Data I CARTO" description: Learn how to build more accurate catchment area analysis using human mobility location data. image: https://go.carto.com/hubfs/Social_Webinar_Safegraph_Catchment%20Areas_Recorded-1.png --- - [Log in](https://carto.com/signin/) - [Talk to us](https://carto.com/request-live-demo/) RECORDED WEBINAR ![Safegraph Logo_White](https://go.carto.com/hs-fs/hubfs/Safegraph%20Logo_White.png?width=96&name=Safegraph%20Logo_White.png)   Understanding Retail Catchment Areas with Human Mobility Data ![](https://go.carto.com/hubfs/kyle.png) ###### Kyle Pennell Solutions Engineer at CARTO ![](https://go.carto.com/hubfs/Jonathan%20Wolf%20Safegraph.jpeg) ###### Jonathan Wolf VP of Partnerships at SafeGraph In a recent survey of nearly 350 retailers, **76% reported that they consider customer insights critical to their performance**. It’s clear that as the shopping landscape evolves, brands will need access to up-to-date and accurate information about their customers. To do so, companies look at catchment area analysis (or trade area analysis) to understand who is visiting their stores and where they are coming from. However, commonly used methods such as radius metrics or drive times are leaving brands with an incomplete picture of their end customers.   As a result, organizations are turning to alternative data sets to build more sophisticated catchment analyses and **uncover accurate insights about who and where their customers *truly* are**. In this webinar, we outline how using human mobility location data for catchment area analysis can help retailers make better decisions surrounding **product strategy, competitive planning, marketing promotions** and more.    Our speakers, [Kyle Pennell](https://www.linkedin.com/in/kpennell) (Solutions Engineer at CARTO) and [Jonathan Wolf](https://www.linkedin.com/in/jwolf) (VP of Partnerships at SafeGraph) walk us through:   - - **What is catchment area analysis**, how has it evolved over time and why retail professionals are using it  - - How brands can use human mobility data to **reveal more in-depth & accurate shopper profiles** for their store locations - **Real life examples** of using human mobility data for catchment area analysis   **![human-mobility-catchment](https://go.carto.com/hs-fs/hubfs/human-mobility-catchment.png?width=1100&name=human-mobility-catchment.png)**   ![](https://www.facebook.com/tr?id=273642683065267&ev=PageView%20&noscript=1)